It was important to highlight a specific architectural system that allows you to look the same on all shelves. Broadcast a single vector of marketing strategy to the buyer, staying within the category for each product.

The first thing what we had done was an audit using our “Three Layers of Efficiency” methodology, which helped to understand what can be left and what should be strengthened. For testing, we took two categories of products - waterproofing mastic and a deep penetration primer. The analysis revealed a number of points that required a more detailed study of the packaging.

The Bergauf system should look in the same style regardless of the product category: through the logo, input that would set the corporate identity for all lines.

The redesign was carried out in the packaging of interior and exterior paints with further replication of the new design for the rest of the assortment by Bergauf company. In the new design, a diagonal has been added as the main element.

The diagonal movement vector represents the development of the brand. The colored bar below the diagonal helps to categorize the product. For the same purpose, the image in the package also serves: a beautiful interior - on paint for interior decoration, and the facade of the house - on paint for exterior decoration. On the front of the package, we indicated the product category, its characteristics and benefits from the purchase in the form of claims.

Conducted audit after redesign showed a high efficiency of the new packaging. The design is easy to self-translate into other product categories within the Bergauf brand. We have taken a big step forward in creating a brand on the shelf and in the mind of the buyer. We hope that the redesign will help Bergauf maintain its leadership position, increase its product on the shelf, strengthen its position in each category and increase sales.